Six New Ways to Experience Québec: Ascend Collection Hotels Set to Redefine Luxury Travel

Published on January 7, 2026

Choice Hotels International is set to accelerate its growth in Canada with the announcement of six new properties under its Ascend Collection brand in Québec. These new additions, slated to open in early 2026, are part of a larger strategy to deepen the brand’s presence in Montréal and other popular resort destinations across the province. The properties will not only expand the footprint of Ascend Collection but also increase the range of destinations available to those enrolled in the Choice Privileges loyalty program, which allows guests to redeem points at over 7,100 hotels worldwide.

This expansion marks a significant milestone in Choice Hotels’ growth strategy, following its consolidation of Choice Hotels Canada. The new properties will cater to both business and leisure travelers looking for upscale accommodations with distinctive character and charm. The Ascend Collection brand, known for its boutique-style properties, is poised to offer guests in Québec a unique combination of local flavor, premium service, and convenient access to popular tourist attractions.

Ascend Collection: A Unique Hotel Experience in Québec

The Ascend Collection is an upscale soft brand known for its carefully selected boutique hotels that combine the individuality of each property with the reliability of a global hospitality brand. The new Ascend properties in Québec will offer travelers a fresh way to experience the province, providing accommodations in vibrant cities like Montréal and scenic resort areas.

These hotels will highlight the diversity of Québec’s landscapes, from the bustling urban energy of Montréal to the tranquil beauty of the province’s renowned resort regions. Whether guests are visiting for business, pleasure, or a blend of both, the Ascend Collection properties are designed to deliver an experience that reflects the local culture while maintaining high standards of comfort and service.

Montréal, one of Canada’s most culturally rich cities, will benefit from these new properties, offering tourists easy access to the city’s world-class museums, lively festivals, and dynamic arts scene. In addition to Montréal, the new Ascend Collection properties will be strategically placed in other well-known resort destinations, making them ideal choices for travelers seeking both relaxation and adventure.

Choice Privileges: More Destinations and Rewards for Travelers

The opening of these six new Ascend Collection properties is a major enhancement for members of the Choice Privileges loyalty program. With these additions, Choice Privileges members will be able to earn and redeem points at a greater number of destinations throughout Québec. This means more opportunities to stay at luxurious, boutique-style hotels while enjoying the benefits of the loyalty program, which includes exclusive discounts, free nights, and other rewards.

For travelers, the expansion provides even more reasons to book with Choice Hotels, especially for those looking to explore Canada’s diverse tourism offerings. The ability to earn points at premium destinations like Montréal, and redeem them at over 7,100 properties worldwide, is sure to appeal to frequent travelers seeking both comfort and convenience. With an expanding portfolio of Ascend Collection hotels in Québec, Choice Hotels is positioning itself as a go-to choice for tourists looking to discover the charm and vibrancy of Canada.

Québec’s Growing Appeal for Tourism

Québec remains one of Canada’s most popular and diverse tourism destinations. Known for its rich cultural heritage, picturesque landscapes, and world-class attractions, the province offers something for every type of traveler. Whether it’s the cosmopolitan energy of Montréal, the historic charm of Québec City, or the natural beauty of its national parks and resort regions, Québec provides an ideal setting for leisure travelers.

The launch of the Ascend Collection properties is expected to further enhance Québec’s tourism offerings, providing travelers with more upscale options for accommodations. With the convenience of the Choice Privileges loyalty program, more visitors will be enticed to explore the province, knowing that they have access to exclusive deals, rewards, and exceptional service at these boutique hotels.

Québec’s festivals, cultural events, and renowned culinary scene make it a year-round destination for tourists. The addition of Ascend Collection properties means that visitors will have more choices when it comes to lodging, whether they are attending a music festival, enjoying the city’s winter activities, or indulging in the local cuisine.

Expanding Choice Hotels’ Reach in Canada

The new properties in Québec are just the beginning of Choice Hotels’ plans for further expansion in Canada. Following the consolidation of Choice Hotels Canada, the company is focused on increasing its footprint across the country. These six new Ascend Collection properties mark a significant step in this expansion, as the brand seeks to meet the growing demand for unique, high-quality accommodations in key travel markets.

As part of this growth strategy, Choice Hotels is also committed to enhancing its technology, sustainability initiatives, and guest services to ensure that its properties provide an exceptional experience. Whether you’re looking for a business hotel in the heart of Montréal or a relaxing resort near Québec’s natural beauty, the Ascend Collection is sure to become a popular choice for travelers across the country.

Conclusion: A Bright Future for Ascend Collection in Québec

Choice Hotels’ expansion into Québec with six new Ascend Collection properties is a major development for the Canadian hospitality industry. The addition of these upscale boutique hotels will provide travelers with more luxurious and unique options to explore the province while earning rewards through the Choice Privileges loyalty program.

Montréal’s vibrant arts and culture scene, combined with the province’s stunning resort destinations, make it an ideal location for the Ascend Collection’s unique offerings. The expansion is sure to attract a wide range of visitors, from business travelers to leisure seekers, as Choice Hotels continues to solidify its position as a leading provider of upscale, personalized hotel experiences across Canada.